Volkswagen: Midlife Crisis Retreat'

The doldrums of reaching middle age may be daunting for most, but the folks at Volkswagen think they might have a cure with their latest online campaign. By taking a trip to the "

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The doldrums of reaching middle age may be daunting for most, but the folks at Volkswagen think they might have a cure with their latest online campaign. By taking a trip to the "midlife crisis retreat," those (un)comfortably entrenched in the Gen X set and beyond are greeted by a video-loaded destination created by Tribal/DDB London which lampoons kumbaya-loving institutions while promoting VW's Passat as an honorable asset of their mid-life transition.


 
A therapist of sorts serves as the site's narrator, guiding you through sections with a Cockney swagger and wink. Visitors can access background on the "retreat," a self-diagnosis portion (questions include "do you pretend to like sushi?" and "have you ever sung karaoke seriously"), humorous stats on middle age behavior and video testimonials from retreat alumni or even send personalized messages to family and friends. So if you're the old guy at the club, checking your gut, whitening your teeth constantly, getting tattoos or nicking tracks off your kids' iTunes, Volkswagen and Tribal aim to steer you in the right direction and age gracefully with this clever little web remedy.
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About

Credits
Date
May 24, 2007
Agency:
Tribal DDB
Client:
Volkswagen
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